Intel In The Lion's Den

By Adweek Staff on June 8, 1998

Intel claims its new server adapter, much like a Roman gladiator, is bigger and beefier than its competition. Ergo, a headline in a new print ad calls the product the "server NICus robustus." The ad, developed by Intel's lead agency, Euro RSCG DSW Partners, is one of six new print executions coming out over the next few months for Intel's networking products. Intended for computer network managers at midsized companies, the adapter "is larger, more robust than other server adapters," said Bruce Law, account director on Intel at the Salt Lake City agency. "That's where the name came from and why the product shot is so big in the ad." Other ads (one is shown here) support Intel's LANDesk solutions software and routing switches. The series of ads is running in computer specialty magazines such as Infoworld and PC Week, as well as IS/IT trade publications. DSW's creative team included creative director Muffy Ferro, art director John Kiechle and copywriter Jeff Sabatined. --Angela Dawson